A new recourse, to help in your typographic design inspiration has emerged from a well established and familiar source—Communication Arts Magazine. If you are not familiar with CA, it is a bi-monthy magazine that focuses on design, photography, illustration, interactive design, and typography. Along with their regular issues, they also have yearly annuals containing professional work from all over the world. CA has a design annual (my favorite), advertising annual, interactive design annual, photography annual, illustration annual, and now, CA has released a much anticipate and very inspiring typography annual. The typography annual focuses on the excellent and creative use of typography in design and advertising.
When I received the new Typography annual, I was quickly distracted by it. I stopped what I was doing and was captivated by the typographic design solutions found within. One ad in particular really captured my attention…
The ad for Life Coach Gym, advertising their new SMS weight loss service, is brilliant. It uses a simple and engaging typographic concept for the solution utilizing the common SMS vernacular to connect with the viewers. Syed Asif Shah, the designer and art director of the ad, had this to say about the solution, “the idea behind this ad was to convey the message in a simple, innovative, and memorable way. We made a comparison between fatness and slimness using simple text-based drawings, which most people are used to using in SMS.”
The brilliance of the ad lies in its simplicity, clear and well executed concept, lack of clutter through the use of images, and its excellent use of color and composition. I love this ad because it uses only typography that clearly communicates the intended message, it is eye catching, and it is simply clever. The color is a good choice, however, I think any solid color with the same value would have worked as well.
When a design uses a solid creative concept, with out being over designed, and has an element of cleverness, it is usually successful. I am always inspired by design solutions that use only typography in a way the engages the viewer as well, or better than, a design solution that relies heavily on images.
I think that this is an awesome advertisement. I actually get it at first, but I was thinking to hard about it. But I think it is very cute, creative, and simple. I think in a way it is motivating because since the advertisement is so simple, it makes me think that losing weight should be simple as well. I want to go and be a part of their program just because of how creative their idea was.
ReplyDeleteIt took me a few seconds to see it but when I did, I thought the idea was pretty neat. I especially like the comma bellybutton. It is cute! This advertisement is especially memorable because the glyphs are ones that we see every day. Since they are in a creative combination they pop out more.
ReplyDeletei really like the simplicity of this ad- the simplicity of the concept and the execution, but it takes more than a second to understand. if it were black on white, i don't think people would pay as much attention to it. but because its backed by a strong, but soothing blue it draws people in more than just a white sheet of paper.
ReplyDeleteClever is the perfect word to desscribe this ad, The first time I saw it, I chuckled a little... out loud even. They were right, the simplicity is wat does the most for this particular advertisment. You're not distracted by anything else and so the message is clear, is clever.
ReplyDeleteAnd most importantly, I'm going to remember it... probably every time I see JennyCraig commercials especially.
I love that ad. Any ad that has a clear concept with a touch of humor is always a winner in my book. I like the simple design and use of color. Also, I like that they brought in technology to the ad. Since our age is becoming more and more into computers I think that a lot of people would see it and find it efficient and funny.
ReplyDeleteI really like this! When I first came to this blog I saw it and had no idea what it was. I really wasn't trying to figure out at that moment in time. Then when you showed it in class, it took me a second, but I finally figured out what the ad was trying to convey! This is genius! I love the simplicity of it; it is very memorable As far as color choice, I agree the most any solid color would work as long as it was the same value, but I do like the kind of peacock blue!
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ReplyDeleteI agree that this ad is genius. Its simplicity draws you in and keeps you there long enough to understand what the advertisement is talking about. We live in a world that is so cluttered and busy that something simple and clean is attractive to us. The ad also hints that losing weight using this service should be simple and easy, just like the ad. I would note, however, that the "peacock blue" would not have been my first choice if I wanted to spur people on to an action such as losing weight or buying my product.
ReplyDeleteCool concept and delivery within minimal space. Great for getting my attention but did not last longer than the initial view. This was not something that will stick with me in order to get me to remember it later as other types of logo's and advertisements have.
ReplyDeleteI really like this. It takes a few seconds to get it, but that helps to draw the eye to the rest of the ad and the message it is trying to convey. The text basis also fits well with the text messaging subject of the ad.
ReplyDeleteI think this is a great ad for two specific reasons. First, it is different looking. At first glance, it is hard to tell what the message is. It catches the viewers' attention and pulls them in, in order to figure out the meaning. The ad is also successful, because it uses modern communication--texting--as the basic design.
ReplyDeleteThis is by far one of my favorite ads. Like everyone has pointed out, it is perfectly simple. Only 6 characters and two words and I know exactly what this ad is for. I also like how there is only one line of text as an explanation. Anymore would have cluttered the design and messed with the simplicity.
ReplyDeleteEver since you showed this to us in class, I was super impressed. I think the ad is so fitting and is the epitome of what the job of the designer is to do. The simplicity and yet unmistakably clear message are spot on.
ReplyDeleteWhat is amazing about this is that it was created by type alone, but the message is extremely clear. I think many times it is easy to get really into elaborate designs when a simple to the point design would do the job and do the job better.
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